The Branded Content Barometer: AXA, Volvo and Take Note social video campaigns reviewed

A scene from AXA's latest social video.

As branded content grows in stature within the marketing mix of the biggest brands in the world, in this special feature, RedPill, using its ratings system for such content, reviews three branded videos and assesses the reasons behind their social performance.

The rating system scores videos across five categories (awarding a maximum of 20% for each category): originality; on brand; creativity; craft; and shareability. The sum of all five scores produces a rating out of 100%.

The Dancer

Rating: 75%

The perfect content to inspire the seemingly downtrodden. This emotionally captivating piece of branded content is sure to tickle the strings of even the coldest heart. It is a heartfelt tale of a woman overcoming a potentially damning affliction, to fulfil her lifelong dream of becoming a ballet dancer.

The story is powerfully portrayed as the viewer is lead on a journey through gruelling practice that the female character pushes through to become a talented ballet dancer, whilst also having the immense challenge of having a prosthetic leg. The film uses a technique of emotive scenes, no dialogue, and a striking music score to connect the audience to the dancer’s conquest of her disability. A truly inspiring story that leaves most people with no excuse.

The film commissioned by insurance firm AXA is designed to demonstrate the incredible advances that the company makes through meaningful research and development. The concluding tag-line that defines the purpose of the content is, “AXA is invested in over 500 research projects to make people's lives better and safe”.

AXA masterfully creates an emotional connection with their insurance firm that demonstrates a care for humanity, not just their desire to make a pound. Corporate responsibility is a hot topic these days and the more that brands can show that they care about the world and the people in it, the better off their public image and ultimately their success will be.

Human Made Stories: Chapter 5 - Music of the Mind

Rating: 85%

“Music has an extraordinary power to move people”

Dammit Volvo, you really know how to make us cry! This collaborative content from Volvo and Sky Atlantic is a touching tale of a talented violin player called Rosie who has a debilitating accident which paralyses her and removes her ability to communicate normally.

The film is filled with sweeping cinematography and emotive scenes to captivate the audience. Some of the production can be a little confusing because there are re-enacted scenes (which are initially unclear as to when they took place) blended with present day reality, however it does come together to make sense in the end. The viewer is left with a sense of hope and love for the paralysed violinist who is able to relive her passion through the aid of modern brain tracking technology.

There are a few random drone shots which reminds one of a standard Volvo commercial and almost seem out of place, but they are shot tastefully and not too in-your-face.

The final scene shows the amazement, wonder and pure bliss that Rosie is feeling whilst realising that against all odds and even with her complete paralysis, she can still create the music that she holds so dear. Cue waterworks.

Notes - a life story, a love story

Rating: 80%

Looks like this week’s reviews have just been pummelling the emotions. The boutique stationary brand ‘Take Note’ have produced a magical love story as told through the medium of written notes. As the film states, “There’s love in notes”.

The viewer is taken through the ups and downs of characters Tina and Rob’s loving relationship. From the first night of romance, through a number of life experiences, all the way to the age-related death of Tina. The piece accurately and effectively portrays the idea of “love in notes”.

The film is incredibly simple in that the shots are all of the same type - a close up on a pair of hands writing unique relationship defining notes to the other partner. The numerous shots contain a variety of the pens and notepads that ‘Take Note’ sell. The product shots are non-abrasive and they fit in seamlessly with the storyline.

The film is a creative way to link powerful emotion to potentially bland products that could so easily end up in one of those lifeless catalogue commercials that lists the products with the prices. This beautifully crafted piece of branded content sets a benchmark for relationship goals and gives the brand’s stationary a meaningful purpose.

RedPill specialises in creating shareable branded content, delivering strategy, creative, production, influencer marketing and organic distribution under one roof.

Phillip Krynski

All by Phillip